c输入重定向:星巴克“英国保卫战”

英国星巴克受挫 新措施编织希望 

Coffee chain has introduced a more British menu which includes bacon butties and porridge, and is planning to open a dozen 'drive-thrus'

星巴克咖啡连锁店推出一款英国本地化的菜单，培根三明治和麦片粥榜上有名，并计划开放12个汽车餐厅。

Changes to Starbucks's logo are part of Howard Schultz's attempts to end the 'commoditisation' of the brand. Photograph: Handout/Getty Images

调整星巴克商标是霍华德·舒尔茨计划中的一部分，他希望以此结束星巴克品牌同化的现象。摄影：汉特/盖蒂图像

Starbucks's UK arm ran up a loss of £34.2m last year as the American coffee giant suffered a £10m hit from the collapse of the Borders chain.

去年，星巴克在英国的营业额损失达3420万英镑。其中一个原因就是这个美国咖啡巨人在英国博德斯地区连锁店的倒闭令其损失了1000万英镑的收入。

The UK loss includes a £25.3m royalty payment to its Seattle-based parent and was an improvement on last year's deficit of £52.2m when a similar payment was also made. The collapse of Borders UK operations at the end of 2009 resulted in one off cost of about £10m, to close 36 coffee bars in its book shops.

英国连锁分支的损失包括了其向西雅图母公司支付的2530万英镑特许权使用费。公司去年也支付了同样的费用，但其赤字金额达5220万英镑。所以，较去年而言，今年的经营状况得到了一定的改善。2009年年底，英国博德斯连锁店的倒闭，令星巴克英国市场收入一次性损失了1000万英镑。博德斯地区的书店共关闭了36个星巴克咖啡吧。

UK like-for-like sales rose by 5% in the year to 3 October 2010, as customers responded to a new loyalty card and products such as "Doubleshot" chilled coffees. Total sales increased 2% to £396m, according to the accounts filed at Companies House.

在去年10月3日，星巴克英国市场销售额同比上升了5%。顾客对新推出的会员卡和产品的反映较好，如双倍浓缩冰咖啡。根据英国公司登记处的数据显示，星巴克英国累计销售额达3.96亿英镑，增长了2%。

UK managing director Darcy Willson-Rymer said: "Our sales are still growing despite tough conditions on the high street and our financial position continues to improve." He added that customers were responding to the "changes we're making" which included introducing a more British menu which includes bacon butties and porridge as well as the usual muffins.

星巴克英国区首席执行官达西·威尔森·赖默说，“虽然我们在商业街的经营遇到了棘手的状况，但是我们的营业额仍在继续增长，我们的财政状况会继续改善。”他还说，顾客对星巴克的变革反映较好。星巴克推出了本地化的菜单，其中包括培根三明治、麦片粥和松饼。

The US group's fortunes have recovered under founder Howard Schultz, a self-made multi millionaire who grew up on a down-at-heel New York housing estate, who returned to lead the New York listed company three years ago, when it was cut adrift by the collapse in consumer spending amid the banking crisis.

美国星巴克在创始人霍华德·舒尔茨的带领下，已经恢复了曾经的辉煌。舒尔茨在纽约贫民区长大，白手起家成为了一名富翁。三年前，这家纽约上市公司因金融风波，顾客消费的急剧减少使其陷入困境。面临此状，舒尔茨重归旧位，领导公司。

The three year turnaround plan set out by Schultz, culminated in the company reporting "record" results last year, buoyed by the highest profit margins in its 40 year history. Sales hit a new high of $10.7bn (£6.6bn) while profits jumped from $847m in 2009 to $1.4bn. Like-for-like growth of 7% drew a line under two unprecedented years of falling sales.

舒尔茨制定了三年的重整计划。这个计划的执行使得其在去年缔造了传奇记录，星巴克创造了四十年以来最高利润率。销售额创出新高，总额达107亿美元（66亿英镑）；而且，其利润总额由2009年得8.47亿美元激增到14亿美元。同比增长7%，终结了连续两年的销售额的空前跌落。

In its 2010 annual report Schultz says the company began 2011 "healthier than we have ever been". "The internal obstacles we overcame, while simultaneously navigating the ongoing economic challenges and staying true to our values, have made us a stronger company," he said.

在星巴克2010年报中，舒尔茨说，星巴克从2011年起，已经开始走向有史以来最健全的发展道路。他说，“我们已经克服了国内的阻碍，同时克服了经济挑战，而且一直坚持我们的信念和价值，这一切让我们成为了一家更为强大的公司。”

One of the problems identified by Schultz on his return was the "commoditisation" of the brand, which in the past has been a target for anti-globalisation campaigners. He put the brakes on aggressive expansion and closed nearly 1,000 problem stores, mainly in the US. He also started a grocery business, with new products such as instant coffee brand Via and bottled drinks such as Frappucino now sold in supermarkets. As part of Schultz's plan to continue the revival, it has embarked on a vital rebranding exercise this year that replaced the familiar chunky white mugs with bone china cups.

舒尔茨回来后发现了星巴克存在的问题，其中就包括品牌趋同化。品牌趋同化在过去是地址全球化公司的目标。他立即遏制了星巴克急速扩张市场的行为，并主要在美国地区关闭了近一千家存在问题的连锁店。另外，他还启动食品店产品推广业务，推出新产品，如速溶咖啡“维亚”品牌、罐装饮料“星冰乐”，这些产品已在超市出售。舒尔茨为了重振星巴克，还在今年实行了重塑品牌的措施，即骨瓷茶杯重装上阵，而人们所熟悉的白色马克杯。

In addition the American company dropped its name from its well-known siren logo enabling it to be stamped on grocery lines other than coffee.

美国公司更是将“星巴克”(Starbuck)的名字和“咖啡” （coffee）的字样从其塞壬（希腊神话半鸟半女人的怪物）商标上去掉，从而保证印刻上商店要求的信息。

When he returned to the business Schultz complained about the a loss of "soul" in the cafes and has sought to boost morale among frontline staff by replacing a complicated incentive scheme with free shares, dubbed "Bean Stock". The "restricted stock units" were handed out in January, with 50% of the award vesting at the end of the first year and the remainder released in chunks of 25% over the next two years.

当他重返星巴克之时，舒尔茨就指出咖啡店忽略了自己的“灵魂”。他取消了复杂的奖励措施，代之以免费的股份，即“咖啡豆股”。店面员工士气因此大振。一月份，星巴克向员工发放了限制性股票，年底分发50%的奖金，剩余的两年内分两次(25%/每次)下发。

"I've always believed that we can't build long-term value for our shareholders unless we truly build value for our partners," he said. "RSUs are never underwater – so there is always some inherent value to them."

“我一直相信，如果我们不能为自己的工作伙伴创造价值，那么我们如何为股东带来长远的利益。限制性股票是公开性的，并具有一定的内在价值。”

When Starbucks arrived in the UK in the late 1990s it fired up the country's nascent coffee culture but it now faces stiff competition in what has become the world's third-largest market for branded espresso bars after the US and Canada. Costa Coffee has overtaken it to become the market leader with 1,100 branches to date and recently announced plans for many more. The UK chain spent £24m renovating 100 stores during the year and also opened the first Starbucks motorway outlets. It also experimenting with new store types with a dozen "drive-thrus" due to open this year and another 20 flagships to be revamped before the London Olympics.

上世纪90年代，星巴克进入英国市场，带动了英国新兴的咖啡文化的发展。如今，星巴克面临着激烈的市场竞争。英国已成为世界第三大品牌咖啡市场，紧随美国和加拿大。咖世家（Costa Coffee）已超越星巴克成为英国市场的领军品牌。咖世家最近又宣布多项计划，希望占领更多的市场份额。今年，星巴克英国花费2400万美元，重新整顿100家连锁店。星巴克汽车服务也横空出世。星巴克今年已推出12家新型的汽车餐厅，并计划在2012年伦敦奥运会前，再设20家新式旗舰店。

Willson-Rymer said the positive sales trend had continued in the new financial year and it expected to open new stores "at a measured pace" which was expected "to lead to further improvements in the financial performance of the business. Starbucks currently has 717 UK stores.

威尔森·赖默认为，星巴克今年继续正增长的趋势，并将以稳健的步伐扩大连锁店数量，希望以此进一步提升公司业绩。目前，星巴克在英国共有717家连锁店。